Most people believe they form opinions independently. They evaluate information, weigh evidence, consider their values, and reach their own conclusions. This self-image is comforting but largely inaccurate. A large portion of what people believe, buy, support, and adopt is determined not by independent evaluation but by what they perceive other people to be doing. The bandwagon effect is one of the most powerful forces in human social life, and most people are subject to it without ever realizing it. The bandwagon effect describes the psychological phenomenon where people adopt beliefs, behaviors, products, or positions primarily because others are adopting them....